Campaign details

Brand: Skore
Brand owner: TTK Protective Devices
Lead agency: McCann WorldWide
Country: India
Industries: Contraceptives, family planning
Media channels: Content marketing, Events & experiential, Online video, Social media, Television
Budget: 500k - 1 million

Executive summary

Skore, India's newest condom brand, needed to find a new narrative to communicate with its consumers. Condoms were a category where communication codes were dictated by sleaze and titillation; and a competitor's campaign featured India's most-Googled person and a former porn star – Sunny Leone.

Avoiding the category's heat-inducing narrative and vulgar imagery, Skore decided to be daringly contemporary and change the category codes, reflecting some changing young, urban India.

This is a story of how Skore redefined bold. From bold ads, to bold statements and bridged a glaring gender divide in sex.

Market background and cultural context